High level overview for advocacy, public affairs, and campaign professionals who are turning to LinkedIn to reach professional audiences with their content marketing programs.

1. Achieve your client’s goals by creating, sharing, and
promoting content to the right professional audiences
Reimagining LinkedIn !
as an Advocacy & !
Thought Leadership Platform!

2. LinkedIn – Five Things
1. Audience – Reach the Professionals that Ma>er
2. Content – The Most EffecCve Content Delivery PlaForm
3. Data – Unique, powerful targeCng opCons
4. Media – Simple, high impact adverCsing units
5. Tech Roadmap – Conversion tracking, audience matching, and
more

3. For the first time in the history of media you can
engage with the world’s professionals in one place

4. 120M
US Professionals
6.4M
National Opinion Leaders
450K
DC Opinion Leaders
6M
C-level Execs
3M
MBA Graduates
6.3M
Small Business Owners
414Mprofessionals are on LinkedIn
The largest global community of professionals

5. Breaking News from NaConal Journal
• 50% more policy professionals report using LinkedIn than Facebook
for their work, and it’s not just for networking. The plaBorm is
quickly becoming a go-to desEnaEon for news content, as well.
- Early data from 2016 report Washington in the InformaCon Age.

6. CONTENT : THE MOST EFFECTIVE CONTENT
DELIVERY PLATFORM

7. LinkedIn’s Content Ecosystem
Curated Feed
Publishing PlaAorm

8. Why Does Content Work on LinkedIn
• LinkedIn is the only plaForm where the audience you want to reach
is waiCng for you, and wants professional content.
• Other sites have content in search of an audience but LinkedIn has
an audience in search of content.
• You have the ability to speak directly to the people you want to
reach and engage them in an ongoing discussion.

9. 9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
Professionals engage with purpose
– and with content

11. DATA : UNIQUE, POWERFUL TARGETING
OPTIONS

12. Market to Who Matters:
Get to the Right Professional
Audiences
Rich demographic data
Job Function, Seniority, Company Name,
Geo, Industry
Interest-based targeting
Group Membership, Skills, Companies Followed
Persona targeting
Job Searchers, Opinion Leaders, Mass Affluent,
Business Travelers
Your own audience data
Target by Company

13. Start with Campaign Manager Ads.LinkedIn.Com
13

14. MEDIA – SIMPLE, HIGH IMPACT
ADVERTISING UNITS

15. Target your most
valuable audiences!
​ Engage your prospects with relevant content including images, infographics, video,
and more
Sponsored Content
Reach your prospects
anywhere!
Drive quality
engagement and
leads!

16. InMail - Unique product, uncluttered environment,
and effective results
Mobile-optimized design
for easy clicks!
Only delivered when
members are on
LinkedIn!
Uncluttered professional
context!
Flexibility to tailor !
your content!

17. TECH ROADMAP : CONVERSION TRACKING,
AUDIENCE MATCHING, AND MORE

18. LinkedIn Targeting Roadmap - Coming Soon
1. Audience Match
2. Conversion Tracking
3. Retargeting
4. Past Companies

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